My career in fashion brought me through various head office roles from planning and merchandising to buying then running global and wholesale for Monsoon, Gant and becoming Global Commercial Director for Fred Perry before deciding to set up myself. Through my career I was very much on the commercial side of these multi-million-pound businesses - understanding the customer profile, there needs, pricing, competition, global variances etc along with implementing branded websites, new logistics processes, warehouses and systems, new stores and new markets. It made sense that I bring this knowledge and experience into a business idea I had for premium affordable luxury particularly in woman’s occasion wear where there is very little choice in the market.
During the UK recession, the market lost many of its occasion wear brands; woman opted for conservative dressing and refrained from dressing up. In Ireland however it was the reverse, I could see that women continued to take time to dress for occasions and to make the effort for an occasion of celebration. I could see a big gap in the market not only in the UK but globally.
Customers wanted something special, no matter what their shape or size. They wanted to look and feel their best.